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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT JAN-FEB 2013
AGENCIES CAMPAIGNBRIEF JANUARY/FEBRUARY 2013 Law and McLeod's plantomakeR/GA With the official opening of its 11th global office, R/GA Sydney has hit the ground running. Global chief creative officer Nick Law, executive creative director Gavin McLeod and creative director Joshua Rowe sat down exclusively with Campaign Brief's Larissa Meikle to discuss their focus for the year ahead. WITH THE INTENT OF championing integrated digital work that draws on the agency's experience with interface design (think Nike FuelBand), McLeod and Rowe joined R/GA late last year and are now working on local clients including Qantas and Rip Curl. Along with pitching for local busi- ness, McLeod doesn't rule out the opportunity for existing clients to take advantage of working with the Sydney based office, considering R/GA's track record of producing regional work with global brands such as J&J and MasterCard. The office, the second in the Asia- Pacific after R/GA Singapore, has an initial plan to grow headcount to nine people by the end of the first quarter, and since collaboration is key to the agency's blueprint, the close working relationship between the Singapore and Sydney offices will play a pivotal role in R/GA's continuing expansion into Asia. "As we look to expand further into the Pacific rim region the Sydney office will play a key strate- gic role, while also benefiting from the experience, expertise and sup- port of our team in Singapore," explains R/GA's expat Aussie global chief creative officer Nick Law. "I think Sydney could become a very complete office and although we may need some initial tech sup- port from Singapore (I'm not sure if there's a deep development culture here) there are some good local technologists; they just haven't been given the right opportunities yet," says Law. He believes that from a marketing perspective, whilst Aussie con- sumers are fast to adopt new trends in technology, businesses haven't kept up, leading to a sizeable gap between how consumers are behav- ing and what marketers are offering. "The transition of technology has been so rapid in this world and I think the reaction from marketers and a lot of big agencies is to figure McLeod (left) and Law: "Whilst we're a 'start-up' R/GA works as a genuine network... In the team's first weeks we've collaborated with teams from Austin, New York, Buenos Aires and Singapore and this ability to do work so fluidly across offices is no accident,"
CBAT NOV DEC 2012
Campaign Brief May-June 2013